Undercover Colors Marketing Plan by Jessica Trippler

UNDERCOVER COLORS Marketing Plan Top Secret: The only topcoat with intelligent technology

ANNA MROCZKOWSKA, JACLYN PAPPAGEORGE JESSICA TRIPPLER. CAITLIN CARROLL

TABLE OF CONTENTS

ABOUT OUR TEAM………………………………………...............……………………3 & 4 EXECUTIVE SUMMARY………………………………………….....................……………5 GOALS…………………………………………………………………....………..................6 SWOT ANALYSIS…………………………………………………………....…....................7 PEST ANALYSIS……………………………………………………………….......................8 COMPETITIVE ANALYSIS…………….....................………………………………….......9 CATEGORY AND TRENDS……………………………............……………………...10 - 14 CONSUMER BEHAVIOR INSIGHTS……………………………....................……………15 SURVERY RESULTS……………………………………...................………………………16 TARGET AUDIENCE…………………………………………………............………..17 - 20 BRAND DEVELOPMENT……………………………...........………………..............21 - 23 SALES STRATEGY……………………………………………............………….........24 - 27 MEDIA STRATEGY……………………………............…………………………........28 - 34 CREATIVE STRATEGY…………………………………..................……………………...35 SCHEDULE/TIMELINE………………………………………………..........………...36 & 37 BUDGET/ROI……………………………………………………………..........………38 & 39 REFERENCE……………………………………………………………………...................40 APPENDIX (FULL INTERVIEWS & SURVEYS)……………………………............…41 - 85

ABOUT OUR TEAM

ANNA Anna Mroczkowska is currently a senior at Columbia College Chicago; she will be graduating in the fall of 2014 with a major in Marketing Communications focusing on Advertising. She originally started out seeking a degree in business management only to figure out her real passion lay in marketing. Anna grew up in the city of Chicago and hopes on perusing her career in this wonderful city. She is currently employed at ABT Electronics in Glenview where she is a sales associate in their computer department. She had just completed an internship over the summer at ABT in their marketing department. She is excited about her future and cannot wait to see what it holds for her once she graduates.

CAITLIN Caitlin Carroll is a senior at Columbia College graduating with a Marketing Degree in the fall of 2014. Caitlin has gained knowledge and experience by interning at the John G. Shedd Aquarium, interning for FCB Prague on a global study abroad program, and interning with the company she also currently works at, Resultly. Caitlin is now the full time Marketing Manager for Resultly, a start up mobile application. She loves the Chicago start up scene, although she could do without the long daily commute.

ABOUT OUR TEAM JESSICA Jessica Trippler is currently a senior at Columbia College Chicago studying Marketing. Her journey to this hasn’t been easy but she’s very thankful for all of the experiences that brought her to this point. Yes, this is her seventh year in school but she will be completing her Bachelor of Arts degree in Marketing in spring 2015. Her journey throughout school has been a little more out of the ordinary than your average college student. Having changed her studies up until her fourth year of school, she finally landed on Marketing and couldn’t have been happier. Even though it was on complete accident, she fell in love with subject and has excelled ever since. Jessica graduated in 2013 with an Associates degree in Marketing from a technical college in her home state of Wisconsin and ever since has made the Dean’s List every semester. She currently holds an internship position as a Client Services Intern at Marketing Werks, a marketing company based out of Chicago. Jessica Trippler lives in Chicago, Illinois.

JACLYN Jaclyn Pappageorge is currently studying Marketing Communications at Columbia College Chicago with a focus in Advertising. She studied at Charles University in the Czech Republic during her Spring 2013 semester. This past summer, she went on the Global Marketing Workshop with Columbia College Chicago as a marketing consultant for FCB Prague. She looks forward to beginning a career in Europe after her graduation this fall 2014.

EXECUTIVE SUMMARY Business Problem: To persuade consumers that UnderCover Colors nail polish is an intelligent and life saving product that is worth the expense.

Marketing Challenge: Create a demand from the target market for UnderCover Colors nail polish and update the current brand perception. Persuade consumers that this brand is a quality product that offers an innovative life saving device that does not get in the way of selfexpression or individual style. Persuade the target market that UnderCover Colors is for the intelligent woman (or man), giving them peace of mind and a product that will empower themselves to protect them from date rape drugs such as Rohypnol, Xanax, and GHB. With our nail polish, any woman will be empowered to discreetly ensure her safety by simply stirring her drink with her finger.

Opportunity: Brand development, media exposure, and national awareness. Solution: Top Secret Campaign #topsecret Benefits: Advertising: To spread the word and generate customers, there will be a wide array of tools being used. Creative yet direct advertisements and promotion will be launched via social media, outdoor (poster, flyers, etc.) as well as national university events. The kick-off will be an on campus distribution to the top 20 universities where sexual assault cases are the most prevalent. The event will be establishing a brand image with students that attend each school. It will feature a branded informational wall as well as a Protection Kit. This event offers several ways to generate positive PR and promote the first product provided by Undercover Colors. The event will take place the first week of school, freshmen orientation, and will feature the Protection Kit including the Top Secret clear coat nail polish, as well as condoms, Advil, BandAid’s (etc). The Protection Kit will be included in the orientation bag or for those who do not attend the seminar presentation, can then pick one up at the schools Health Center. The school will also feature a newly installed “Awareness Wall” which will include the Undercover Colors advertisements and factual information on sexual assault.

GOALS SHORT TERM GOALS Gain Investors Proving that the product works Gain awareness at the top 20 college campuses with the highest reported incidents of sexual assault Initial pitch meeting with the president’s and counselors of the universities Social Media Presence Awareness Wall (College Campuses) Promotional Video University Protection Kit -

LONG TERM GOALS Partnering with BirchBox Placing the product in colleges nationwide Placing the product in retail stores à CVS Walgreens Target Ulta Wal-Mart -

S.W.O.T ANALYSIS Strengths: • • •

•

• •

Wearable technology is popular trend Strong passion for making a movement Undercover Colors is the only creator for this kind of product in the form of a fashionable nail polish o They have a patent for their product so that means that no one else can come up with something like this until 2025 They are four college students who are targeting females 18-36 years old; they are able to go around their campus and get feedback from a lot of people in a lot of different age ranges They have a lot of good feedback so far on the product. They have an online presence Hired their first full-time scientist

Weaknesses: • • • •

• •

No physical product yet Audience young and naïve; think “this will not happen to me” Company website not fully developed Only coming up with one top coat so far that will change any nail color to a darker color if date rape drugs are present in the females drink Funding Strictly fading from clear to dark

Opportunities: • • • •

• •

Developing a logo Developing a brand utility for consumer’s, something free they can offer with the product (an application for smartphones) Eventually selling at nail salons Figure out all the little things while the bigger things are starting o Packaging o Pricing o Selling website o Other colors Theme: “Empowering women” Start a movement talking about sexual assault

Threats: •

• • • • •

There are other products out there to test for date rape drugs o Discrete drug detection co. – Drink Savvy – color changing cups, straws, stirrers People thinking this won’t be enough to help sexual assault cases Predators finding new drugs that cannot be detected Product putting the blame on women Women already attached to a specific name brand of nail polish Women not using a top coat

PEST ANALYSIS Political Forces  -‐ -‐ -‐ -‐

“It’s On Us” campaign launched by White House to support sexual assault awareness and solve sexual assault on college campuses Must follow all environmental/FDA regulations with the chemicals they use in the product Legality of drugs commonly used in DFSA cases- ketamine and GHB are both legal in the U.S, and Rohypnol is legal in other countries Are laws being followed in the steps after affect of product, i.e. catching the perpetrator

Economic Forces  -‐ -‐ -‐

Nail polish industry is fast-growing and replacing lipstick in cosmetic category UC has room for economic growth because it’s the first in it’s industry to detect drugs in drinks College students (one of our primary audiences) on average have low discretionary income which could effect their motivation to purchase our product

Social Forces  -‐ -‐ -‐ -‐

Women’s groups and rape advocacy among others do not support our product Will women continue to buy the nail polish? How will their opinion change about necessity of the product if the color never changes once they use up their entire first bottle? The other freshman 15-> the first 15 weeks of the school year which are the highest time for being sexually assaulted Colleges and universities might be opposed to providing it to their students as it might say “we have a sexual assault problem on our campus”

Technological Forces  -‐ -‐ -‐

Product is still in development phase Must guarantee 100% accuracy UC must keep up to date with trends in nail polish industry: fast drying, long lasting, etc.

Participants of the It’s On Us campaign sponsored by the White House take the pledge to prevent sexual assault on campus, and share on social media. 8

COMPETITIVE ANALYSIS Undercover Colors Compare Product Specs

Compare Message

Compare Brand Story

Compare Pri ce

Shellac

Essie

OPI

-Discrete, drug detecting top coat - Turns drugged nail into darker color -Prevent DFSA -Spark a movement to end sexual assault - Smart, intelligent & fashionable 4 men all effected by DFSA, designed for class project

-Long lasting -Now trending

-Long lasting -Variety of colors -High Quality

-High quality -Variety of colors

-The no-chip nail polish

-Fun, fashionable, and trendy

-First upscale NP -Sexy, bold, -Humorous, memorable, attachable names

-Nail polish that lasts -Beautiful nails for 2 weeks

-Nail art at your finger tips -New looks -New Colors

-No price yet -Recommend $10-$12

$15.99, need special lamp to dry it

$8-$11

Family owned company committed to highest quality products/customer well-being $8-$11

This graph shows the preferred nail polish brands according to our student ran survey. OPI – 60.34% Essie - 32.76% Covergirl – 3.45% Wet n’ Wild – 3.45% 9

CATEGORY AND TRENDS Nail Polish •

Then again, perhaps that's why women feel so excited about experimenting with their nails — it's cheap.

•

According to Women’s Wear Daily, the nail polish industry racked in $768 million from the U.S. alone (a staggering 32% increase from the year before). This means, statistically speaking, 33% of women on average have 25 bottles of nail polish stashed away at home.

•

Social media is also giving the sector a boom. Lori Silverstein, chief beauty officer for Peninsula Beauty, attributed the companies 30% growth to apps like Instagram, which allows users to share pictures of their nails.

GEOMETRIC PATTERNS

GLITTER

Nail Polish Trends 2014 10

CHROME

CATEGORY AND TRENDS Facebook •

829 million people log onto Facebook daily (DAU), which represents a 19% increase year over year (Source: Facebook as 6/23/14) The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts.

•

There are 1.07 billion mobile active users (MAU) (Source: Facebook as of 6/23/14) an increase of 31 percent year-over-year.

•

Age 25 to 34, at 29.7% of users, is the most common age demographic. (Source: Emarketer 2012) What this means for you: This is the prime target demographic for many businesses’ marketing efforts, and you have the change to engage these key consumers on Facebook.

•

Facebook and Instagram users are the most engaged. Around 60% of their users sign in every day (compared to 46% of Twitter users)

Instagram • People have shared 16 billion posts (photos + videos) through Instagram. • More than 150 million active users per month and 76 million per day. • Every day 55 million of posts are shared, 1.2 billion of Likes are given and 1000 comments are posted every second. • 83% of posts include a hash tag: the most used is #love (more than 372 million times). • 66% of people follow a brand on Instagram because they want to be rewarded, and 43% of users declare to follow a brand’s account because they love it.

Twitter • Every second, on average, around 6,000 tweets are tweeted on Twitter, which corresponds to over 350,000 tweets sent per minute • 500 million tweets per day and around 200 billion tweets per year

CATEGORY AND TRENDS Pinterest

• More than 70 million users/ 80% of users are women • Pinterest (21%) is now more popular than Twitter (18%).

•

Women are four times more likely to be Pinterest users than men.

•

What Do Women Find Pinteresting? -On average, female Pinterest users are posting 158 pins. -The top categories for pins include à Food & Drink, DIY & Crafts, Home Décor, Holidays & Events, Hair & Beauty

The Hair and Beauty category on Pinterest includes nail polish as a highly shared trend.

BuzzFeed • In the last two years, BuzzFeed has become a media darling. • The site pulls in 40 million uniques a month, with 40% on mobile. It's the same mechanism in content marketing, too: It's not you that makes a video go viral, it's the audience--and audiences share what they connect with. As Scott Stratten has observed, "people don't share commercials, they share emotions." So to become a better writer, tweeter, marketer, whatever--you actually need to get better with your emotions.. 12

CATEGORY AND TRENDS The Culture Code: “An ingenious way to understand why people around the world live and buy as they do.” The Culture Code, Clotaire Rapaille

Americans are doers. “Just do it.” is right on Code. During the sessions, a powerful theme emerged. For Americans, health and wellness means being able to accomplish your mission - it involves action. Americans believe that if they are strong enough to act, then they are healthy. Their greatest fear about being sick is the inability to do things. •

Culture Code for Health & Wellness: MOVEMENT

•

Code for Seduction: MANIPULATION

•

Code for Sex: VIOLENCE

•

Code for Beauty: MAN’S SALVATION

•

Code for Youth: MASK

This is a word map for the term “sexual assault”. These are the most commonly used words associated with sexual assault.

CATEGORY AND TRENDS Sexual Assault On Campus: “It’s On Us”: President Obama Launches to end sexual assault on campus. The Obama administration has taken steps to help bring an end to campus sexual assault by: •

Sending guidance to every school district, college, and university that receives federal funding on their legal obligations to prevent and respond to sexual assault

•

Creating the White House Task Force to Protect Students from Sexual Assault to work with colleges and universities on developing best practices on how to respond and prevent sexual assault

Title IX: Since the launch of the It’s On Us campaign, the Department of Education has

released the full list of campuses and universities that are under investigation of Title IX due to pressure from activists and members of Congress. According to the U.S Department of Education, the title protects from discrimination based on sex in education programs and activities that receive federal financial assistance. 86 colleges across the country are under investigation for how they handled sexual assault cases on campus.

Yes Means Yes: According to the Huffington Post, Harvard University students have

launched a petition calling on the school to include affirmative consent in its sexual assault policy. Their petition asks that the school's policy shift its standard of consent for sexual activities from "no means no" to "only yes means yes," mirroring a law adopted by California last month. In the wake of California's "yes means yes" policy, lawmakers in New Hampshire and New York are considering a similar standard. Public advocates are pushing for an affirmative consent policy across New York City schools, and last week New York Gov. Andrew Cuomo (D) instituted affirmative consent at State University of New York campuses. Chicago is also moving forward with affirmative consent, as the city council introduced a new ordinance

Gang Rape Initiative: On Nov. 19, 2014, the Rolling Stone published a detailed article

about a 2012 rape at a University of Virginia top frat house involving seven men brutally attacking and raping one innocent freshman. The victim stayed silent after heavy pressure from friends, other students, and a UVA dean to not report it to keep her and UVA’s reputation up. Three days after the article released UVA suspended all frats and related activities until Jan. 9th, 2015.

The Freshman 15: While most people know about the curse of gaining 15 lbs. their

freshman year, majority aren’t aware that the first 15 weeks of college have the highest risk for getting sexually assaulted. 14

CONSUMER BEHAVIOR INSIGHTS 1. “ It won’t happen to me” We are a naïve generation. If we want this product to sell, we need to change this mentality 2. Universities are hesitant to distribute the polish because it might make them look bad BUT if they’re the ones handing it outit shows, yes, there is an issue of DFSA at our school and we want to help prevent it. Girls might think twice about thinking “it won’t happen to me” 3. “I know the people I party with” 2nd common misconception- reason it won’t happen to them Approximately 2/3 of rapes were committed by someone known to the victim.1 73% of sexual assaults were perpetrated by a non-stranger.1 38% of rapists are a friend or acquaintance.1 28% are an intimate.1 4. “I don’t know anyone who’s been roofied” Most people that might’ve been roofied don’t know it themselves. Of those that go to hospital to check, drugs could already be out of the system. Read scientific process 5. “DFSA isn’t the reason we think we’ll get raped, getting too drunk is.” Alcohol induced black outs "We really don't know for sure what the actual numbers are," said Dr. Susan R.B. Weiss, associate director for scientific affairs for the National Institute on Drug Abuse at the National Institutes of Health. But, she said, "drugs that are sedating drugs or incapacitating drugs probably are not that common in sexual assault. 6. Girls could always use and need a new topcoat. My sophomore in college cousin said: “if it was free, provided by school, its one more cosmetic product I don’t have to pay for.” 7. Good gift from a mom or an older friend- 21stb day, back to school, off to college

SURVEY RESULTS The following information and charts are comprised from surveys and interviews done to a varied panel of 100+ people.

DEMOGRAPHICS Gender:

Race:

Age:

Type of University:

10-15 (0%) 16-20 (21%) 21-25 (68%) 26-30 (4%) 31-35 (4%) 35+ (3%)

Urban/Private (36.67%) State University (33.33%) Small Private (12.22%) Community College (10%) Urban Public (6.67%) Small Public (1.11%)

Female (81%) Male (19%)

White (79%) Black/African American (12%) American Indian/Alaskan Native (0%) Asian or Pacific Islander (2%) Hispanic (1%) Other (6%)

SURVEY SPECIFICS Where do you party?

Consumed drinks in one outing?

Accept drink from stranger?

Do you know someone who was SA?

Bars (65.91%) Houses (62.5%) Dorms (10.23%)

Yes (20.69%) No (79.31%)

<1 (21.84%) 1-2 (25.29%) 3-4 (28.74%) 5-6 (8.05%) 5+ (16.09%)

Yes (59.04%) No (40.96%)

Would you use a date rape detecting product? Yes (81.25%) No (18.75%)

TARGET AUDIENCE Our primary target audience is the top 20 colleges and universities in the United States with the highest reported sexual assault offenses on campus.

The map above represents each college we plan to target and itâ&#x20AC;&#x2122;s location.

School

State

2010 FSOC 4

2011 FSOC 24

2012 FSOC 56

Enrollment

Total FSOC 2010-2012 84

Itâ&#x20AC;&#x2122;s On Us

Title IX Investigation Yes

Pennsylvania State University Harvard University

28,147

University of Michigan

43,426

Yes

Ohio State University

56,387

Yes

University of CA- Davis

32,354

Stanford University

18,519

Yes

Indiana University

42,133

Yes

University of NC- Chapel Hill Emory University

29,278

Yes

14,236

Yes

University of New Hampshire Michigan State

15,267

48,783

Yes

University of CA- Berkeley

35,893

Yes

University of Wis- Madison

42,269

Princeton University

7,975

Yes

Amherst College Yale University

1,817

11,906

Yes

University of CA- LA

39,945

Yes

Gallaudet University

1,580

Arizona State Univ.

73,378

Yes

University of Virginia

23,907

Yes

45,783

Yes

The information and statistics of reported cases from 2010-2012 was given via the Washington Post, the White House and Itâ&#x20AC;&#x2122;s On Us campaign, and the U.S Education Department. Key: Forcible Sex Offenses On Campus (FSOC) Schools highlighted in purple are also in the Big Ten conference

TARGET AUDIENCE TABLE INSIGHTS - The numbers shown are all reported cases of forcible sexual assault on campus. According to the U.S Department of Justice, only approximately 30% of sexual assault cases are reported to authorities. So, while these numbers may look low in some schools, there are far more cases that go unreported each year. -16 out of the 20 schools indicates that the numbers of reported incidences are increasing each year. This is either an indicator of sexual assaults being more of a problem, or more students are simply feeling more comfortable to come forward. - Since the launch of the It’s On Us campaign from the White House to raise awareness and prevent sexual assault on campus, the Department of Education has released the full list of campuses and universities that are under investigation of Title IX due to pressure from activists and members of Congress. According to the U.S Department of Education, the title protects from discrimination based on sex in education programs and activities that receive federal financial assistance. As seen in the column on the right, 12 out of 20 of our targeted colleges are currently under investigation for how they handled sexual assault cases on campus. - According to the White House, 11 of the 20 campuses we are targeting have confirmed that they are taking part of the It’s On Us campaign. Each school will have student body leaders who will assist reaching the goals of the campaign. More and more schools are agreeing to participate, so we can only hope the remaining schools on our list with top reports of sexual assault will also join in the movement.

“Sexual violence is not met with indifference on our campus; that goes against everything Michigan State University stands for.” –Michigan State University President Lou Anna K. Simon

“At Stanford, we believe all students should be able to study and live in an atmosphere free of harassment, sexual violence and gender discrimination." – Stanford University Provost John Etchemendy

“The wrongs described in Rolling Stone are appalling and have caused all of us to reexamine our responsibility to this community.”

“He [Amherst Dean] suggested that it would be best if I took some time off from school, went home and waited for the rapist to graduate.” - Dana Bolger, Amherst College Alumna

– UVA President, Teresa Sullivan

TARGET AUDIENCE UnderCover Colors Target Users: Amy the Intelligent Sister Amy is a sophomore at Penn State. She rushed Kappa Delta last year and has decided to live in the house on campus row this year. Amy is studying Accountancy and receives A’s and B’s in her classes. She goes out at least 4 times a week, but spends most of her time during the day in the library. Her favorite part of joining the sorority has been barn dances and pairing with the frats. She primarily goes to frat parties on weekends and the bars during the week. She doesn’t have a fake ID but she gets into the bars being 19 and has guys buy her drinks.

Paige the Fresh Fish Paige is about 2 months into her freshman year at University of Wisconsin- Madison. She is Biology major and has always received pretty good grades in school. She’s from a small town about an hour outside of Appleton, Wisconsin. In high school Paige and her best friends were never huge partiers, but would attend the occasional high school party if invited. Since being at Madison, Paige blacks out frequently when going out. Her circle of friends at school consists of a few other girls on her floor in her dorm. They primarily go to house parties they hear of from other freshman in their dorm.

BRAND DEVELOPMENT

Above are the visual representations to go along with the Top Secret campaign. UnderCover Colors will be portrayed as a tool for the chic, intelligent woman. She enjoys going out, is friendly and fashion forward. Black is the main color for this campaign because it signifies “mystery” and “secrets”, which is the main theme. We have the social setting of going out on campus to different bars and also to parties. We also included the silver color for ombré, which we will be using for production right away and gold for possible bottle colors in the future. We want this product associated with all of the pictures above to show you how we arrived at this marketing strategy we are pitching. 21

BRAND DEVELOPMENT Undercover Colors Nail Polish Bottle Design

Undercover Colors Nail Polish Bottle Design

Front

Back

Silver ombre cap

Plain on the front

el Pe

Name of nail polish

0.8 oz. bottle

Undercover Colors Nail Polish Bottle Design Back

re He

“Peel Here” Sticker

Top Secret

0.8 oz. bottle

Silver ombre cap

Among college women, about 12% of rapes were reported to law enforcement.

“Peel Here” Sticker

Name of nail polish

Top Secret

Sexual assault fact from: http://www.nsopw.gov/en/Education/FactsStatistics?AspxAutoDetectCookieSupport=1

We chose to go with a black and a silver ombré cap to capture the attention of the intelligent Woman. The front of the bottle will be plain while the back of the bottle will have a “Peel Here” sticker on it. Once you peel the sticker back, there will be a sexual assault fact on it as well as the nail polish name, “Top Secret.” Every bottle will have a different fact on it so consumers can become educated about the topic and issue. The size of the bottle will be 0.8 fl. oz., which is a little bigger than a normal 0.5 fl. oz. bottle. We chose this size because we believe that our product will become more noticeable with a sleeker look of the bottle. Appearance is important to not only consumers but what the brand itself represents. 22

BRAND DEVELOPMENT

BRANDING MAP MESSAGE

TOP SECRET Intelligent Technologies

SIGHT Black Bottle Clear material

SHAPES

Sleek bottle

Facts on Sexual Assault

SOUND

RITUALS

Painting Nails before or during social drinking situations

TASTE

TRADITIONS Peel stick fact , paint nails Clear Nail Polish

SMELL

SYMBOLS

TOUCH/ TEXTURE

Sexual Assault Facts It’s on US campaign

Smooth bottle

In completing our branding map we took into account what our message is and how we can expand it through these certain elements. For shapes we decided on doing a sleek bottle, which goes with our theme for the intelligent woman. The intelligent woman paints her nails before heading out for the night to look fashionable and UnderCover Colors topcoat is the perfect one to use. For sight we believed that a completely black bottle will look the best, because black is a mysterious color and our theme is the Top Secret campaign. It is the color that people associate with something that is secret. The texture of the bottle will be smooth and should feel like a lipstick packaging so that it remains “undercover” to everyone besides the consumer

SALES STRATEGY Our primary selling strategy is to sell the product to our 20 target campuses as a university protection kit. Every year universities welcome their incoming freshman with a bag full of useful goodies i.e: condoms, water bottles, pens, campus map, etc. Starting now the UnderCover Colors date rape drug detecting nail polish will be included in that bag. Universities will include the cost for each bottle spent at an increased margin to be included in their health center tuition. Universities will buy our product at its wholesale price of $14.99 per bottle.

Each campus will receive enough bottles for every incoming freshman to be given their first free UnderCover Colors topcoat during Welcome Week. At this time they will also be shown how the product works and what it does with our promotional video (more below). Due to the large range in enrollment at our 20 target campuses, we will manufacture 200,000 bottles of product (10,000 bottles on average per campus) to be distributed to each campus in August 2015 for the start of the 2015 school year.

ion Protect

Kit

This is an example of the protection kit we want each participating university to give their incoming freshman, which will include the UnderCover Colors drug detecting top coat. 24

SALES STRATEGY Promotion: Each school will receive two 5.5 ft. x 4.25 ft. vinyl posters to be displayed on the “Awareness Wall” in the library and student center (poster visual below in document). These are the two most popular locations on campus buildings where students visit multiple times a week, and will provide repeated exposure to our target users.

Manufacturer: Office Max Total amount: 40 posters Dimensions: 5.5ft x 4.25 ft Material: vinyl Full Color Total Cost: $2,850 (plus tax) Contact Information: servicescenter1817@officemax.com, (312) 595-1494

Warehousing: Public storage in Raleigh, NC Dimensions: 5’x5’ – 20’x30’ Production will begin as of May 1st, if not sooner, and must be warehoused until distribution begins August 31st. Cost: First month= $1, $58/month after that Total cost: $175

SALES STRATEGY Distribution: We will distribute the product nation wide to our 20 target campuses via U-Haul moving trucks. We will rent 20 trucks to fit the order size and drive it to each campus for the order to be there by Welcome Week. Truck: 10’ truck Dimensions: inside: 14’6” x 7’8” x 7’2” EZ- Load Ramp Cost per truck: $29.95 Cost per mile: $0.59 Total Cost for 20 trucks including mileage: $15,600 Total cost for distribution including gas: $35,000

Our secondary selling strategy is to sell the product online through the company’s website to the Intelligent Woman. This will include students who received their initial bottle in the welcome week bag as well as their family and friends who want to keep their student/person safe.

SALES STRATEGY

Long Term Timeline (2-5 years)

Sell product to campuses nationwide (12-15 months) We want to get our campus Protection Kit in all U.S colleges and universities. Starting with the remaining colleges and universities participating in the Itâ&#x20AC;&#x2122;s On Us campaign and eventually branching out into colleges and universities nationwide. As the topic of sexual assault increases each year, this will provide additional revenue and increased exposure while creating a national conversation.

Partner with Birchbox: Birchbox is a monthly subscription where subscribers receive sample beauty products by mail. This is an excellent way to bring our product into the market place. Because our product is more expensive, this is also a great way to provide new potential costumers with a trial sample product. This strategy will reduce the hesitation for consumers to buy an unfamiliar product and encourage word of mouth between family and friends.

Sell in Stores: Our long-term selling strategy is to get UnderCover Colors nail polish placed in retail stores nationwide. Based on our survey insights, we know that most women purchase their nail polish at CVS, Walgreens, Target, Ulta, and Wal-Mart. After obtaining success from our initial selling efforts and increased demand, we would like to see our product sold at each of those retail chains.

MEDIA STRATEGY

Types of media we’ll use to keep up with our target users: • • • • • •

Website Facebook Twitter Instagram YouTube Pinterest

UnderCoverColors.com

MEDIA STRATEGY Website

The website will updated with having purple instead of pink. We chose to go with purple because the nail polish is supposed to go from clear to a dark purple or black when date rape drugs have been detected, after the consumer’s finger has been dipped into their drink. We will put the “Top Secret” tag line on the home page of the website so the consumer knows that the company isn’t just coming out with another form of a nail polish top coat, but to make them realize that this product could be lifesaving. Adding the logo for Instagram and YouTube will let visitors know that you are also on those social media platforms. This is a chance for UnderCover Colors to get more followers. Add in an “About Us” page so consumers know what the company is about and what it’s trying to accomplish. What currently is on display it far too little information. Add another page that’s about the founders of this product and how it was invented. When it comes to selling the product through the website, design a page for ordering the top coat and make sure that consumers know that the page is a secure page so they aren’t afraid of putting their payment information in the page. Also start a blog on the website where current events may be related to your product. 29

MEDIA STRATEGY Facebook

UNDERCOVER COLORS

UC Top Secret. The only top coat with intelligent technology.

We’ll update the Facebook page to match the new company website so that everything is identical. We’ll need to post updates more frequently such as every other day. Updating potential consumers keeps them informed about what’s going on within the company and how well it’s succeeding. If you don’t post frequently enough, it’ll become “out of sight, out of mind,” and when it’s time to launch the product, consumers might have lost interest by then. The UnderCover Colors Facebook page will have a discussion board called #TopSecret that will assist as a safe place for users of the product to talk about their feelings, situations that happened, success stories, etc. Things to post: Updates about the stages of making the product, how much money you have raised and what consumers can do to help raise more money, facts about sexual assault, stories of sexual assault victims, etc., links to media samples that pertain to your product. We are trying to gain national awareness and keep the conversation going, we need to keep talking about relevant things to keep consumer’s engaged. 30

MEDIA STRATEGY Twitter

UNDERCOVER COLORS

Top Secret. The only top coat with intelligent technology.

Just like Facebook, the company’s Twitter page will be updated to match the other social media outlets and the company website. We’ll want to tweet fairly often so that consumers know that you’re an active company. The more you tweet, the more times your followers will keep seeing the company name and the more times they will be reminded of the type of product you are producing. We want to encourage the use of hashtag #TopSecret. Hashtags are clickable which means other Twitter users can then view everything that’s been tagged with it, which can bring them back to your profile and website. We recommend you using it in tweets as well as persuading others to as well. Things to tweet: updates about your company and product, what stage in the development process the nail polish is at, how much money you have raised and how consumers can help raise more, facts about sexual assault, stories of sexual assault victims, retweeting other big news companies about any sexual assault stories that have to do with colleges and universities. This is a great medium to hint at launching dates and where consumers will be able to find your product first. Good way to advertise universities and how they are involved. 31

MEDIA STRATEGY Instagram

Kit ction Prote

UC Top Secret. The only top coat with intelligent technology.

UnderCover Colors UnderCover Colors Welcome to the official Instagram o UnderCover Colors, the first nail polish to change color in the presence of date rap drugs.

The Instagram page will be updated with the profile picture that is also on other social media outlets for the company so everything flows together. Posting more frequently than now with pictures of nails, intelligent women holding the product, stages of the development process and the Protection Kit for universities and colleges. Every time a picture is posted on Instagram through UnderCover Colors, we want to make sure we use the hashtag “#topsecret.” By doing this we are spreading awareness to others about what this hashtag really means and can get them onboard to do the same and help start a trend using “#topsecret.” Every time “#topsecret” is used in a photo that’s posted on Instagram, those photos all show up in one area when you click on that hashtag. Other hashtag examples to use: #UnderCoverColors #UC #sexualassault #awareness #staysafe #educate #beaware #repostforfactsondaterape

MEDIA STRATEGY YouTube

Coming up with a promotional video on how to use the product and show the consumer that it actually works, will gain help and trust of our target audience and others. We will post this video on YouTube and our social media outlets so we stay consistent and up to date. We want our consumerâ&#x20AC;&#x2122;s to see the same theme and flow throughout all media channels so that in case some customerâ&#x20AC;&#x2122;s prefer certain media to others we can reach them all and enhance our reach and awareness. We will also send this video out to our 20 universities and colleges we want to target so the school can play it when it comes to orientation week for incoming freshman as well as during any other kind of assembly that would be appropriate to show this video. The orientation at the beginning of the launch will be the biggest, we want to show the hashtags and encourage students to use them over all of their social media channels.

MEDIA STRATEGY Pinterest

UC UnderCover Colors Top Secret. The only top coat with intelligent technology.

100

For the Pinterest portion in our media strategy we want to simply have another outlet for our consumer’s to turn to in regard’s to the topcoat. Pinterest has gained a lot of credibility in the social media group in recent years; we definitely want to show that this product has a presence on it. We want to have UnderCover Colors fall under Pinterest boards such as “protect yourself”, “nails”, and “facts and general awareness”. This is a medium that can create national awareness for the brand, seeing as it is a popular place for women to visit. The hashtags #topsecret and #repinforfactsondaterape would be one example of something to caption under the images we post. The intelligent woman, which is our main target audience, will read something like that and become curious as to what we are referring too, according to our twenty interviewees.

CREATIVE STRATEGY Part of our marketing strategy that aims towards our university target audience, will include creating an advertising wall or “Awareness Wall”, a promotional poster. The poster will have this mock up ad to the left, with words associating to sexual assault. We want this to be a dramatic experience a student will have that will get them thinking about the dangers of date rape. This will also advertise that the school has the product readily available in the “protection kit” on campus. We want this to work as a call to action for the students to attend the seminar and pick up the kit, if they did not attend the orientation.

We want the two posters on the Awareness Wall to be located in the student center and library of each university. The one in the student center will be the “You’re Not Alone” poster, because we want the student to know not to be afraid to share such a traumatic event with someone else. The student center is usually always filled with other students and we want the person looking at it to know there may be others out there who have dealt with something like this and can help them cope. The second poster “Don’t Be Afraid to Tell Someone” will be located in the library, which is a quieter place and should encourage the student to tell someone else and not keep it inside.

Schedule/Timeline Objectives Timeline 0-12 months December: Begin setting up appointments with target university campuses Presidents, Dean of Students, Campus Security officials, and Health Center Administration to discuss product and plan. Explain why they need the product and bring prototype to demonstrate its capabilities January 2015 Begin reach out to potential investors and other venture capitalists March Have all appointments completed with college officials April Create promotional video May Start mass-producing product August Distribute all orders to college campuses October Communicate with campus officials for order re-fills November Begin reach out efforts to campus officials at remaining universities in U.S, starting at those involved in Itâ&#x20AC;&#x2122;s On Us campaign. Initial efforts should include obtaining contact information. December Begin refilling any orders first 20 campuses may need for the next semester

Schedule/Timeline

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Media Time Line 2015 Company Website Facebook Twitter Instagram Pinterest YouTube Posters The time line will be pretty simple when it comes to advertising the Top Secret nail polish. The company website, Facebook, Twitter, Instagram, and Pinterest accounts will be updated consistently through out the year giving our consumers updates about the company, product, sexual assault statistic, etc. At the beginning of July we will advertise the nail polish on the company website and give our consumers information on how they are able to purchase/receive it and that campaign will be updated throughout the rest of the year. We will start advertising Top Secret in the middle of July on Facebook, Twitter, and Instagram because it’s closer to the school year and we’ll start reminding our consumer to think about going back to school and being safe. We’ll put the promotional video on YouTube starting at the beginning of August because that’s when everybody is getting ready to head to school. The promotional video will be available for schools and college students online and through school assemblies. Lastly, the promotional poster will be put up on college campuses at the end of August. This ensures that students will see these posters during orientation, seeing where their classes are, moving in, and picking their class books up at the bookstore. These posters will stay up for the remainder of the year in hopes that the students see them so often, they start thinking of ways to help prevent sexual assault and become more aware of the issue.

Budget/ROI Universities: Selling price $14.99

$10,000 = Marketing $175 = Warehousing (Public Storage) $35,000 = Distribution (U-Haul) + $600,000 = Production (200,000 bottles @ $3/bottle) $645,175 = Total Cost

10,000 (bottles) x $14.99 = $149,900 (cost to schools & profit for UC) 10,000 (bottles) x $40 (protection kit) = $400,000 (profit for schools)

$14.99 x 200,000 = $2,998,000 $2,998,000 - $645,175 = $2,352,825 (PROFIT!) ROCI: 364.68%

ROCI: 2,998,000 â&#x20AC;&#x201C; 645,175 = 364.68% 645,175

Budget/ROI Online: Selling price $24.99

$30,000 = Production (10,000 bottles @ $3/bottle) $30,000 = Total Cost

$30,000/$24.99 = 1,200.48 Online Customers 1,200.48 x $24.99 = $30,000 ROCI = 0 Break Even

1,500 New Customers 1,500 x $24.99 = $37,485 Profit: $7,485 ROCI: .25 = 25%

ROCI = $37,485 - $30,000 = .25 = 25% 30,000

REFERENCES

UVA Sexual Assault: Rolling Stone http://www.rollingstone.com/culture/features/a-rape-on-campus-20141119 Target Audience Stats: http://apps.washingtonpost.com/g/page/local/sex-offenses-on-us-college-campuses/1077/ Title IX: http://www.huffingtonpost.com/2014/06/30/colleges-under-investigation-sexassault_n_5543694.html The other freshman 15: http://otherfreshman15.org Competitive analysis: OPI: http://www.opi.com Essie: http://www.essie.com Controversy over UC: http://www.huffingtonpost.com/sophia-kerby/what-undercover-colors-gets-all-wrongabout-date-rape_b_5722724.html http://www.newsweek.com/controversy-over-nail-varnish-date-rape-drug-detector-267126 ITS ON US: Campaign http://www.huffingtonpost.com/2014/11/16/its-on-us-week-of-action_n_6159568.html Nail stats http://www.nailsmag.com/page/70218/market-research Sexual Assault http://thinkprogress.org/health/2014/01/29/322151/important-facts-college-sexual-assualt/ Campus Security http://www.slc.edu/offices-services/security/assault/facts.html

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White House Campaign http://www.whitehouse.gov/sites/default/files/docs/sexual_assault_report_1_21_14.pdf

APPENDIX: INTERVIEWS 1) The Name: Basia Boksa / 23 years old / female 2) How many sexual assaults do you think happen per year? a. 100,000 3) What do you think is the age range of women that is usually targeted for sexual assaults? a. 18-30 4) Do you think sexual assault can be the victimâ&#x20AC;&#x2122;s fault? a. no 5) What would be a good way to prevent sexual assault? a. Covering up yourself more than you normally would when you go out, try not to be alone when walking home late at night, try not to leave a bar/club alone, keep your drink close to you 6) Do you ever consider Date Rape when you go out? a. no 7) Do you carry anything protective with you in case of a sexual assault occurring? a. no 8) When you go out are you cautious of your surroundings and what you drink? Elaborate if you can. a. Yes, I never wander off by myself or walk alone at night, I leave the bar when I am by myself and go straight to a cab and I always have my phone on me 9) On that note, would you take a drink from someone you do not know? a. no 10) Do you know anyone who has been sexually assaulted? Elaborate if you feel comfortable. a. no 11) If yes, was alcohol involved? a. n/a 12) Is having your nails painted a must? a. yes 13) How much do you normally spend on one bottle of nail polish or topcoat? a. $5.00 14) If there were a product that detects Date Rape drugs, would you use it? a. yes 15) What would influence you to purchase a topcoat that could detect Date Rape drugs? a. If there was enough evidence that it would work and if it was apparent enough where I knew my nail polish would change color

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APPENDIX: INTERVIEWS

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1) Name: Monika Mroczkowska / 16 years old / female 2) How many sexual assaults do you think happen per year? a. 3000-4000 3) What do you think is the age range of women that is usually targeted for sexual assaults? a. 14-21 4) Do you think sexual assault can be the victimâ&#x20AC;&#x2122;s fault? a. Never. 5) What would be a good way to prevent sexual assault? a. Have protection gear around you. 6) Do you ever consider Date Rape when you go out? a. No. 7) Do you carry anything protective with you in case of a sexual assault occurring? a. Not at this moment. 8) When you go out are you cautious of your surroundings and what you drink? Elaborate if you can. a. Yes, something could be easy slipped. 9) On that note, would you take a drink from someone you do not know? a. Not really no. 10) Do you know anyone who has been sexually assaulted? Elaborate if you feel comfortable. a. No. 11) If yes, was alcohol involved? a. 12) Is having your nails painted a must? a. Only on some occasions. 13) How much do you normally spend on one bottle of nail polish or topcoat? a. $6-7 14) If there were a product that detects Date Rape drugs, would you use it? a. Possibly just to be safe. 15) What would influence you to purchase a topcoat that could detect Date Rape drugs? 16) If I knew I was in danger.

APPENDIX: INTERVIEWS

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1) Name: Tamara Ignjatovic/ 24 years old / female 2) How many sexual assaults do you think happen per year? a. I think that a little over 200,000 assaults happen per year. 3) What do you think is the age range of women that is usually targeted for sexual assaults? a. Probably women in their early adulthood to adulthood. Maybe, 18-30 years of age. 4) Do you think sexual assault can be the victim’s fault? a. I do not believe sexual assault is EVER the victim’s fault. Assuming that it is the victim’s fault is the worst thing that you can do to a victim’s psyche after the attack. 5) What would be a good way to prevent sexual assault? a. Never walk anywhere alone. 6) Do you ever consider Date Rape when you go out? a. It doesn’t cross my mind as much as it should. However, I try to never put myself in situations where I feel unsafe. 7) Do you carry anything protective with you in case of a sexual assault occurring? a. Besides my cell phone and keys, no. I have thought about buying mace spray but I have never gotten to actually doing so. 8) When you go out are you cautious of your surroundings and what you drink? Elaborate if you can. a. I am always cautious of my surroundings when going out. I never do anything alone late at night or otherwise. I also make sure that my friends are never alone. Also, I watch my drink and make sure to never leave it alone. It’s something that my circle of friends is very wary of. 9) On that note, would you take a drink from someone you do not know? a. I would only take it if the bartender made it in front of me. 10) Do you know anyone who has been sexually assaulted? Elaborate if you feel comfortable. a. Recently a friend of mine was assaulted after walking up to her building after a wedding. She separated from her friends a block before her apartment building and while she was unlocking her building door, a man attacked her and knocked her to the ground and tried to assault her before someone heard her screaming at which point the attacker ran off. 11) If yes, was alcohol involved? a. She had alcohol in her system but alcohol was not present at the time of the assault. 12) Is having your nails painted a must? a. What? It sure is! A lady always has her nails painted. 13) How much do you normally spend on one bottle of nail polish or topcoat? a. Are these questions part of the same survey? If so, I usually spend $7 per nail polish bottle. [Street 1 4 ) Address] If there were a product that detects Date Rape drugs, would you [City], Code] u s [State][Postal e it? a. Absolutely! [Web Address] 15) What would influence you to purchase a topcoat that could detect Date Rape drugs? How well it works.

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APPENDIX: INTERVIEWS 1) Name: Vesna Jovanovic / 25 years old / female 2) How many sexual assaults do you think happen per year? a. 200 3) What do you think is the age range of women that is usually targeted for sexual assaults? a. 17 - 29 4) Do you think sexual assault can be the victim’s fault? a. no 5) What would be a good way to prevent sexual assault? a . S t a y i n p u b l i c p l a c e s . D o n o t g o a n y w h e r e a l o n e . D o n ’ t u s e T i n d e r J 6) Do you ever consider Date Rape when you go out? a. no 7) Do you carry anything protective with you in case of a sexual assault occurring? a. no 8) When you go out are you cautious of your surroundings and what you drink? Elaborate if you can. a. Yes, I always watch my drink. If I put it down, I do not drink it again. If someone buys me a drink, I always watch them buy it. 9) On that note, would you take a drink from someone you do not know? a. Yes, but I watch them buy it. 10) Do you know anyone who has been sexually assaulted? Elaborate if you feel comfortable. a. Yes. 11) If yes, was alcohol involved? a. Yes. 12) Is having your nails painted a must? a. Yes. 13) How much do you normally spend on one bottle of nail polish or topcoat? a. 6 dollars 14) If there were a product that detects Date Rape drugs, would you use it? a. Probably not… 15) What would influence you to purchase a topcoat that could detect Date Rape drugs? a. Reviews that actually show it works. What happens if you use it and find out there is a date rape drug in your drink? Do you confront that person? Do you call the cops? Super awkward.

APPENDIX: INTERVIEWS Ivana Tomas/ 26 year old / female 2. 36,000 3. 13-25 4. Never 5. Always be aware of your surroundings! Know self-defense. 6. Not really 7. No 8. Sometimes, when I was walking outside at night I am aware of the people around me and who is walking behind me. 9. If I saw it being poured in front of me. 10. Yes, one of my good friends got assaulted on her way home in her own hallway! A man forced himself onto her. 11. Yes 12. Yes 13. 25 14. No 15. If it was no chip.

Conclusion/ Analysis - It was interesting to see that the 5 people I interviewed had different estimations of how many assaults happen per year, at which two of them stating numbers only in the hundreds. I feel that sexual assault is a KNOWN factor and people are somewhat aware, but it is not a pressing matter unless it happens to them or someone around them. Majority if not all said that they do not carry anything protective against sexual assault but have specific instructions how to prevent sexual assault from happening. It shows that these girls that I interviewed are all aware of their surroundings and all of them said to always be aware of your surroundings. When asked if they would purchase a date rape drug product majority said yes and 2 said no, one said if it would be all chip then they would consider it. It was also interesting because 3 of the interviewees know someone who had been sexually assaulted. Some of the times drinking was involved and in others it wasnâ&#x20AC;&#x2122;t so even though this product will be specifically for drinking I believe it should be a point to raise awareness for every kind of sexual assault that may happen not just related to drinking. 45

APPENDIX: INTERVIEWS Overall Interviewees Concern of Being Sexually Assaulted (5 People Total) Worried: Cate (an incoming freshmen) Not worried: Beth, Allison, Colleen, Natalie, Cara, Austin Other: Kari (date rape crosses her mind when given drinks out, but takes them anyways)

Beth, 22: doesn’t need it now and never felt at risk in college- she always went to frat parties that she knew all the people there (all 50-100…) and never thought about getting roofied. If it did happen- she would tell the bartender so they could then be on the lookout, leave and prob go to a different bar but just not drink. Doesn’t think it’ll happen to her now because she always goes out with friends “doesn’t think her friends would just let her be dead falling over roofied and leave with a guy”. Wouldn’t happen to her because she always partied with people she knew

Jen, 30: goes out 4x/week mainly at restaurants and has anywhere from 2-6 drinks. Doesn’t worry about getting roofied at high end restaurants, but it corssses her mind when shes out at clubs. Worried about it when younger and going out in party scene (clubs & festivals). Would pay $20+ for bottle, likes it as a tool to give women (& men) opportunity to prevent assault

Allison, 22: doesn’t like the idea of putting her finger in her drink. Although her friend was roofied one night in college, she doesn’t think it would happen to her- whynot?? It wouldn’t ruin her night it she was, she would still go out and drink.

Natalie, 19: was worried about it at beginning of freshman year- Newer to everything and people scared her prior to leaving to look out for roofies. Not worried anymore bc shes more familiar with people shes drinking with and parties at school. Also bc she doesn’t know anyone who’s been roofied at school. She’d use it if it was given to whether that’s by person or school.

APPENDIX: INTERVIEWS

Mom/aunt mary, 50+: blown away by the idea. Thinks it’s an issue/great cause Would buy for daughters and nieces. Would pay $20-25

Cate, 17: doesn’t drink. Worries bc “in this society it is extremely easy for people to get ahold of stuff like that and they don’t reallythink twice about drugging someone”. Prevent: never leave your drink. Thinks it would most likely happen at a party with people you don’t know. Would use it in college. Would pay $15-20

Cara, 22: never worried about it. Doesn’t go out much, so not worried about it now. Would pay $20.

Kari, 23: watches the person making the drink or it being handed to her. It crosses her mind when a stranger asks if she wants a drink (which is when she’ll watch). $20

Colleen, 26: never was worried about it. Now she definitely wouldn’t use it when she goes out because she’s typically with friends & bf and they just sit and drink. Might’ve used it freshman year, thinks the product is cool.

Austin, 22: gay and never worried, feels people are concerned about being taken advantage of but not with drugs- more so just being too drunk than drug facilitated assaulted

Bri & Dominica, 22/23: Bri sucks at painting nails and picks it off so wouldn’t be too good for her. Dominica wants to know how much it is to buy her friend as a 21st b-day gift.

APPENDIX: INTERVIEWS Undercover Colors Interviews Participants 1. Columbia College Chicago Student, 20 years old, Commutes to School: Female 2. Columbia College Chicago Student, 21 years old, Lives on Campus, Female 3. Columbia College Chicago Student, 20 years old, Pilsen, Male 4. Graduate of IU, 25 years old, Deerfield IL, Female 5. Lake Zurich High School, 18 years old, Female Questions Asked: 1. Do you wear nail polish? Sometimes, like the color and then chip it off 2. Do you do paint your own nails? Why or why not? Yes, ranging from 2x to no times a month 3. Do you purchase nail polish? 4. If yes, where? 5. If no, where would you go if you had to buy a bottle of nail polish? 6. What brands of nail polish do you buy? Why? 7. Do you go out in social settings? 8. If yes, explain.(bars, house parties..) 9. Do you go to bars? Why? 10.Who do you go out with? And when? 11.Would you ever accept a drink from a stranger? 12. If yes, under what circumstances? 13. What do you bring with you when you go out? 14. Do you know anyone who has been sexually assaulted? 15.Would you buy a nail polish if it could detect a drug inside of your drink? 16.If yes, how much would be spend?

Insights: There is a high trust in a bartender. Everyone answered the question “Would you accept a drink from a stranger” with “No, unless you saw the bartender make it.” All the females mentioned the brand Essie as the brand of nail polish they purchase. Simply because they like the colors they offer and find the names entertaining. Everyone said they would buy nail polish from Target, as well as Walgreens. When it comes to purchasing nail polish, all participants would pay no more then $10 for one item. People under the age of 21, attend house parties where there is either a keg or mixed cocktail. They attend these parties in a group of 4-6 people. They bring with them the bare minimum when they go out: iPhone, Credit Card, Ventra Pass. The bartender in this interview said they would not personally buy Undercover Colors themselves, but think it is a One participant knew someone who has been sexually assaulted and said they would not buy Undercover Colors for themselves. Painting your own nails at home is a common trend and not looked at as an annoyance and instead a money saver.

APPENDIX: INTERVIEWS 1. How many sexual assaults do you think happen each year in the United States? • • • • •

Interviewee Interviewee Interviewee Interviewee Interviewee

#1: #2: #3: #4: #5:

250,000 30,000 Entirely too many; I don’t a number though 100,000 200,000

2. What age range of women do you think are the main targets of sexual assault? • • • • •

Interviewee Interviewee Interviewee Interviewee Interviewee

#1: #2: #3: #4: #5:

16-30 16-25 18-24 15-25 18-28

years years years years years

old old old old old

3. What age range of men do you think commit sexual assault? • • • • •

Interviewee Interviewee Interviewee Interviewee Interviewee

#1: #2: #3: #4: #5:

20-35 years old 25-35 years old All middle age is most common 40+ years old 25-35 years old

4. Do you know anyone that’s been sexually assaulted? • • • • •

Interviewee Interviewee Interviewee Interviewee Interviewee

#1: #2: #3: #4: #5:

Yes Yes Yes No No

5. Undercover Colors is coming out with a nail polish that turns your nail a darker color if dipped into your drink and detects a date rape drug. Would you buy this type of product for yourself or someone else? If so, how much would you pay for it? • • • • •

Interviewee Interviewee Interviewee it for free Interviewee Interviewee

#1: Yes and I would pay up to $20 #2: Yes, and I would pay up to $100 #3: Yes! I would pay $10 for it but I think schools should offer #4: Yes, I would pay $15 max #5: Yes, I would pay $30

APPENDIX: INTERVIEWS

6. What would you do if you were sexually assaulted? • • • • •

Interviewee Interviewee Interviewee Interviewee Interviewee

#1: #2: #3: #4: #5:

Seek help immediately Go to the hospital Get help Call the police Go to someone/hospital

7. What would you do if you saw someone put a date rape drug in someone’s drink? • • • • •

Interviewee #1: Interviewee #2: Interviewee #3: Interviewee #4: Interviewee #5: drink it is know

Tell someone Tell someone/tell that person who’s drink it is Call the police Tell someone Inform the bartender/bouncer and let the person who’s

8. Would you like to see Undercover Colors product be given out at schools? • • • • •

Interviewee Interviewee Interviewee Interviewee Interviewee that there’s

#1: Yes #2: Yes #3: Absolutely #4: Yes, that would be a great idea #5: Yes, but I don’t know if that would make the parents think a high risk of sexual assault going to that particular school

9. What do you think can help prevent sexual assault from happening? • • • • •

Interviewee Interviewee Interviewee Interviewee Interviewee

#1: #2: #3: #4: #5:

Having a buddy system while going out Keeping an eye out Never letting your drink out of your sight Coming out with a new product like Undercover Colors Being smart while going out

APPENDIX: INTERVIEWS Conclusion: It’s sad to see how many people are victims of sexual assault and how many people think it’s such a high number. The women who seem to be the target of sexual assault seem to be between the ages of 16-30 years old and the men who commit the assault seem to be around 20-40 years old. More than half of my interviewees knew someone that has been sexually assaulted and has had long-term emotional damage from it. When telling my interviewees about the product that Undercover Colors is coming out with, I asked if it would be something that they would purchase in the future and everyone said yes because it’s something so easy that could help prevent a sexual assault case from happening. My interviewees also had a wide range of how much they would pay for it because they took in consideration how much of a toll it would take on someone if they were sexually assaulted. My interviewees knew that if something were to happen to them, that they should immediately seek help but sometimes that’s easier sad than done same with telling someone if they saw a person slip something into another person’s drink, they said they would step up but like said before, that’s always easier said than being done. Undercover Colors has mentioned that they would really like to partner with schools and be able to sell the nail polish product/pass it out to school to help prevent sexual assaults from happening and my interviewees also thought that was a great idea but one person said that they didn’t know the parents would react to that; positive or negative for the school. When asking what could help prevent sexual assaults from happening, the majority of my interviewees said they would just be safe and smart about their surroundings.

APPENDIX: SURVEYS

APPENDIX: SURVEY